Sony Electronics’ CEO and COO, interviewed by Business Insider (Japanese), indicate that they are looking to dig up new markets for camera technology, with new products. They spoke of a short-term (existing product structure) and medium-term strategy, seeking integration with mobile in particular.

Not Your A7/A9

The two newest Sony camera releases – one announced and the other rumored – are both lower-end models that break from the A7/A9 structure pursued over the past half-decade. The executives also noted that software integration is a part of this, noting that their new Imaging Edge Webcam will sport a Mac version sometime in the fall.